advertising strategy lecture 6

6

Even the largest, most popular brands are only used by a minority of the population

Products and services – including media – always designed for clearly defined population sectors.

Percy and Elliott, 2009

Can link target marketing to target audience

Brand consideration

Where the stage is likely to occur

Decision Stage

Need Arousal Brand Consideration

Purchase Usage

Individuals involved and their decision roles

Where the stage is likely to occur

Timing of the stage - when

How the stage is likely to occur

Percy and Elliott, 2009

What is the target audience action objective?

General level - descriptive characteristics…

(Antonides and van Raaij cited in Percy and Elliott, 2009)

Geographic (location)

Domain level- associated with product category…

(Antonides and van Raaij cited in Percy and Elliott, 2009)

Brand specific level - associated with a particular brand…

(Antonides and van Raaij cited in Percy and Elliott, 2009)

Satisfaction

Low High

P

erce

ived

Ris

k in

Sw

itch

ing

Hig

h

Lo

w

Loyal

Vulnerable

Frustrated

Switchable

if with other brand, some risk in switching so more expensive

If to a different brand, very expensive or even beyond reach

Buyer Group Awareness and Attitude Considerations

Users Brand Loyals Highest awareness

Most positive brand attitude, likely to filter competitive messages

Favourable Brand Switchers

Awareness should be high Positive attitude but moderate preference

Non-users Other Brand-Switchers May or may not be aware

Attitude likely to be neutral or positive

Other-Brand Loyals May or may not be aware Positivity towards competitive brand

New Category User Both brand awareness and attitude less important here than category awareness and attitude

Locations… region, country, continent,

Personality traits… more or less permanent e.g. level of self-esteem, introversion/extraversion, etc.

Account Planner and Account Manager/Director (advertising agency)

Account planners work closely with and always represent the opinions and wishes of consumers, of the target market

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford

University Press.

Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,

Oxford University Press.

Yeshin, T. (2006). Advertising. London: Thomson

Go to Library Online and look for recent articles in academic journals (via

EBSCO and Emerald) and on WARC using “advertising strategy” as your

search words.